Last month, the British heritage brand Belstaff celebrated its centenary by chartering a train to take 150 guests to where it all began: Longton, Stoke-on-Trent, the home of its original factory and the people who made it what it is today.
150 influencers, fashion journalists and stylists arrived in style, on board a specially chartered Belmond train to reach the Gladstone Pottery Museum, where Belstaff was hosting a special archive exhibition, Our First 100 Years.
Delving deep into the brand’s history via an archive of perfectly weathered Belstaff jackets, coats and even tents to emphasise the brand's enduring spirit of adventure, the exhibition charted how the business grew to become a leader in all-weather clothing.
“Like many brands today, Belstaff realised that their archive was in fact a goldmine of creative content. Curating this exhibition in an interactive and meaningful way enabled the brand to connect with their audience on a more emotional level”, commented Victoria Bridgeman from The Brand Archivists. “We are increasingly seeing brands, mainly in the luxury sector, unlocking the power of their archive in order to make deeper cultural connections with their target audience and to live and breath beyond their categories”.
Belstaff extended the celebration with a reunion event for former factory workers who played a pivotal role in shaping the brand. Their remarkable journey is chronicled in a newly released coffee table book titled Belstaff: Our First 100 Years. Through these personal narratives, the rich history of the brand comes to life, paying tribute to the dedicated individuals who contributed to its success. Victoria emphasized, "Belstaff has been ingenious in using its archive to inspire and engage their audience on a deeper, more emotional level , prompting them to view themselves and the brand in a new light." By strategically anchoring activities around its anniversary, Belstaff has used its rich history to forge deeper connections with both existing and prospective audiences, laying a solid foundation for future engagement and growth.
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